Franchise Update Magazine Issue IV, 2014 | Page 28

Grow Market Lead

BY KERRY PIPES

Insight-Full
Corner Bakery’s CMO loves neighborhoods

D

iana Hovey says she came
to know and love Corner
Bakery Cafe over a cup
of coffee at a unit in her
neighborhood. In October 2006, when
the opportunity to be a part of the corporate team came along, she jumped at
the chance. She’s been chief marketing
officer for the Dallas-based brand for 8
years now, at the forefront of shaping the
branding and messaging strategy for the
bakery-cafe pioneer that she says is the
“ultimate neighborhood gathering spot.”
Hovey says connecting with guests
and giving back to the community are
paramount to what the brand believes
in and stands for. In fact, understanding
the hearts and minds of the consumer
has always been the focus of her career,
Diana Hovey

26

Franchiseupdate ISS U E IV, 2 0 1 4

first in public relations and marketing
with TGI Fridays and later with Brinker
International as vice president of marketing for its Mexican Concepts Division
and Romano’s Macaroni Grill.
As CMO at Corner Bakery, Hovey
makes it a priority to discover the needs
and preferences of every neighborhood, offering a consistent experience
and an ingredient-inspired menu while
creating a feel that fits the personality
of the neighborhood. It’s a philosophy
that has proven effective and is a large
part of the brand’s franchising program,
where the goal is to capitalize on the
insights of franchise partners to create
unique neighborhood cafes on corners
everywhere.


Hovey is active in the National Res-

taurant Association and is a former chair
and current board member of its Marketing Executives Group. She’s also been
a strong advocate for ending childhood
hunger in the U.S., has served on Share
Our Strength’s “Dine Out for No Kid
Hungry” board since 2009, and was
recognized with the organization’s 2010
Leadership Award.
Describe your role as CMO. My

primary responsibilities are listening,
evolving, protecting, and promoting
Corner Bakery Cafe. Most important,
I look at all decisions from our guests’
point of view, making sure that we are
not only addressing their needs and desires, but anticipating where they may
change. Along with our executive team